About Setgo
Setgo builds and runs structured coaching programmes, works with coaches worth putting in front of your child, and keeps a record of what actually happened. It started in Beirut.
Coaching matters enormously and the market around it is almost entirely informal. Families find coaches by asking a neighbour. Coaches run their working lives through messages, memory and cash. Schools and companies organise activity on a spreadsheet if they are lucky.
And when a child changes coach, club or sport, everything anyone had learned about them disappears. The patience it took to work out how that child responds to instruction, what makes them nervous, what they are quietly good at: gone, and the next coach starts from nothing.
Setgo begins from one belief. Coaching should feel as professional and continuous as the value it creates.
So the company is not a booking app with a payment button. It runs programmes it designs and stands behind. It works with a small, carefully chosen group of coaches rather than the largest list it can assemble. It gives those coaches tools that remove the administration instead of adding to it. And it keeps the record, so the next twelve weeks can begin where the last twelve ended.
Lebanon is where that gets built. Strong coaching talent, dense family networks, fragmented administration, mixed payment behaviour. Anything that works properly here will work in a lot of places.
Setgo makes coaching easier to discover, more professional to deliver, and more valuable to continue.
Setgo does not guarantee sporting results, diagnose children, predict who will make it, promise coaches an endless supply of clients, or pretend coaching carries no risk. Trust comes from clear standards and doing the work properly, not from bigger claims.
Software removes administration and keeps the record. It does not replace a coach’s judgment, and it never makes a decision about a child. Where software drafts something, a named person approves it before anyone reads it.
Premium quality and real discipline, without arrogance or a velvet rope. A programme is judged by whether the session was well run, not by how it sounds.
People pay how they pay here: Whish, OMT, transfer, card, cash. Every one of those becomes an invoice, a recorded payment and a receipt, so both sides can always see what was owed and what was settled.
Safeguarding and dignity override revenue pressure. Two authorized adults during any children’s activity, controlled pickup, no private coach-to-child messaging, and no exemptions for a commercially valuable coach.
Setgo earns loyalty by being useful, not by locking people in. A coach’s own clients are their own clients, and cost them nothing.
Nothing becomes a decision because it sounds right. Build fewer programmes, design them deeply and scale only what deserves to repeat.
Founder and CEO
Owns the proposition, the price, the coaching relationships and the brand. Runs the first sales conversations himself, so the company learns the objections first-hand.
Co-founder and CTO
Owns the product and the systems: the coach operating tools, the record, and the infrastructure the programmes run on.
Questions about the programme, a coach application, a school or a company. It reaches a person, not a queue.